Resumo

MOLINA V., Edison; OROZCO, Kemely; PAZMINO, Juan  e  TONATO, Lizbeth. La segmentación de los residentes de Quito, enfocado a las actividades de ocio y turismo (ociotipos). Siembra [online]. 2018, vol.5, n.1, pp.132-147. ISSN 2477-8850.  https://doi.org/10.29166/siembra.v5i1.1434.

The article shows the leisure lifestyles obtained from the residents of Quito, as a consequence of the identification of leisure and tourism motivations, lifestyles and the analysis of socioeconomic variables. The setting chosen for the segmentation was the city’s surroundings, made up of the 32 urban parishes (PU) of Quito, where, with a representative sample of 4.432 surveys, results were obtained that formed the first segmentations of leisure in the country with this methodology. With the grouping methodology proposed in the work, the ten main types leisure segments of the resident of city. The leisure segments are characterized by joining the main and complementary motivations; more than gathering the different variables that make an effective segmentation.

Palavras-chave : motivations; lifestyles; socio-economic variables; leisure lifestyles; urban population.

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